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Don& #39;t Sell A Product. Sell An Identity.
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Appealing to identity is one of the strongest forms of persuasion.
People stick by their tribe.
People support their tribe.
People buy from their tribe.
Weak brands sell products.
Strong brands sell identities.
People stick by their tribe.
People support their tribe.
People buy from their tribe.
Weak brands sell products.
Strong brands sell identities.
Example #1: Apple
Apple is a master of identity marketing.
It has long appealed to creatives: Buy an Apple product, and give expression to your creative dreams.
Apple is a master of identity marketing.
It has long appealed to creatives: Buy an Apple product, and give expression to your creative dreams.
But note how the Think Different ad works on two groups:
—People who already identify as unique thinkers
—People who WANT to be unique thinkers
Apple captures a massive market this way.
Who wouldn& #39;t want their identity linked to Picasso or Einstein?
—People who already identify as unique thinkers
—People who WANT to be unique thinkers
Apple captures a massive market this way.
Who wouldn& #39;t want their identity linked to Picasso or Einstein?
Example #2: Nike
Nike spends $6 billion per year to sponsor winners.
—$1B to Lebron (lifetime)
—$200M to Tiger (extension)
—$250M to Roy McIlroy (10 yrs)
Why? Because Nike knows it& #39;s not selling apparel. It& #39;s selling the identity of a winner.
Nike spends $6 billion per year to sponsor winners.
—$1B to Lebron (lifetime)
—$200M to Tiger (extension)
—$250M to Roy McIlroy (10 yrs)
Why? Because Nike knows it& #39;s not selling apparel. It& #39;s selling the identity of a winner.
Example #3: American Express
Amex is a massive card issuer. But it also makes billions operating one of the world’s largest travel networks.
See how its ads evoke an adventurous ethos?
They& #39;re not selling you credit cards. They& #39;re selling you the identity of a world traveller.
Amex is a massive card issuer. But it also makes billions operating one of the world’s largest travel networks.
See how its ads evoke an adventurous ethos?
They& #39;re not selling you credit cards. They& #39;re selling you the identity of a world traveller.
Example #4: Tesla
Tesla doesn& #39;t just sells cars. It sells a positive vision of the future.
—Green home
—Green car
—Green life
All exquisitely designed and rendered.
You& #39;re buying the identity of someone who believes in progress. Of someone who believes in the future.
Tesla doesn& #39;t just sells cars. It sells a positive vision of the future.
—Green home
—Green car
—Green life
All exquisitely designed and rendered.
You& #39;re buying the identity of someone who believes in progress. Of someone who believes in the future.
What does all of this mean for us?
Never sell a product. Sell the vision of a better future...
—One where your buyer wins
—One where your buyer performs
—One where your buyer succeeds
When someone buys your product, they are casting a vote in favor of a new, better identity.
Never sell a product. Sell the vision of a better future...
—One where your buyer wins
—One where your buyer performs
—One where your buyer succeeds
When someone buys your product, they are casting a vote in favor of a new, better identity.
That& #39;s all friends!
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